Abstract
Comprehensive programming channels are based on recognition of the parent company, their parent newspaper has increased brand awareness. In this paper, the comprehensive channels to look at the structure of the channel brand architecture, a certain brand of newspapers and comprehensive channels have a effect on the formation of the image of the channel according to the future of the brand extension strategy for MPP. Referring to the brand architecture, which reveals the structural system of the brand, it is argued that TV Chosun and MBN take the integrated corporate brand strategy, while JTBC tries to mix and balance the brands of the parent corporation and its own independent one. Exceptionally, Channel A doesn't take a name of its parent corporation 'Dong-A'. It is argued that the comprehensive programming channels utilize and take the parent corporate brand, mixed brand, and independent brand in accordance with circumstances of their own parent corporates. Their parent brand of comprehensive channels give viewers a positive image and awareness of comprehensive channel brand. while building its own channel images, TV Chosun and Channel A Conservative extension of a certain brand marketers to be bound by the channel's image. Brand extension of comprehensive channels is to have the strength of their entry into the genre that is most likely higher.